Thomlinson said: ‘Clients are becoming savvy these days and are shopping around. [Agencies are] offering them a plethora of ideas, skills and disciplines to choose from, and it means they can really find the right idea for their brief.’

Pearmain said: ‘There’s a trend towards comms directors taking digital more seriously. Traditional clients are more willing to commission purely digital. Clients are increasingly looking for the right creative solution, and are less fussed about what discipline that agency comes from.’

According to Thomlinson, PR agencies are increasingly winning these digital briefs as they can provide a broader strategic approach in addition to being able to create, execute and manage digital campaigns.

Pearmain also pointed to the ability of PR agencies to adjust to the demands of a changing digital brief: ‘Your traditional ad agency model requires central planning upfront and not much deviation on a six-month run from there, but changes to a brief are very typical for a comms agency.’

Watch Thomlinson and Pearmain discuss digital briefs further in this week's edition of PRWeek TV above.